Digital marketing agency VentureWeb specializes in the tourism and outdoor sectors. I work as their contract Art Director for brand. Notable on the creation of Shimano Originals.
Working with Shimano North America HQ, Anthill Films and VentureWeb I was hired to be the creative behind the branding and design of a new cultural hub, to house all Shimano mountain bike content Online.

Working with the product team I implemented a visual strategy to re-structure the line into user groups. Developing a visual language for each group and art direction for each board design. I then sourced and briefed contact artists.

• Restructured the line plan into three categories each defined by their user group.
This involved extensive communication with global stakeholders to best target their regions.
• Creative Direction of a visual language used across the line to unify the brand
and diversify the offering.
• Critiqued board graphics with an industry focus groups, using feedback to rework designs.
• Scouted and briefed contract artist for the board graphics.
• Managed artwork, trims and details provided by contract designers.
• Managed tech packs for factory hand-off, sample reviews, print development & change files.

At YES. Snowboards I was responsible for the creative development of all marketing assets for D2C and B2B. Working with global distributors to best analyze and target consumers. Window display requests, ad impression and social engagement were at an all time high. The better consumer targeting made more meaningful connections, growing sales by 35% in 2019.

• Creative direction for all brand and category campaigns for winter 2019/2020.
• Developed campaigns to showcase specific product - either new technology or a classic style.
• Art Directed regional design teams to produce assets with consistent creative strategy
across all territories.
• Catalog Design including creative concept, image selects, image editing, product renders and product release creative. Working with copywriters, product developers and photographers.
• Developed and executed cross-platform marketing campaigns and strategies working with a data marketing agency to best target consumers. (Paid Social, SEO, Email)
• Initiated and Manage the asset management database. Curating photographs, editing and categorizing. This was then distributed among global partners.

On the forefront of defining what a lifestyle brand was we developed the visual storytelling of Herschel. Connecting with multiple consumer groups and markets, though authentic design and creativity.

• Designed Herschel’s core brand look spring 2012 to fall 2014.
• Managed a team of designers branding Herschel’s 15 Sub brand categories. • Designed Herschel’s hang-tag and packaging for the 600 SKU line. Illustrating all products, editing copy and working with factory sourcing.
• 3 years later I Managed a team of designers to re-design all hang-tags and packaging catering to global markets, translating copy into 12 languages. We took this opportunity to refine the hang-tag branding for a timeless aesthetic. Now with 2000 SKU’s and 15 sub branded categories. We kept the high standards we set for ourselves and again illustrated all products, working with copywriters, translators and product managers.
• Creative direction and design for multiple seasonal campaigns for both classics and sub brands. Including but not limited to:
- Studio line (3 seasons) - Herschel’s mid range creative exploration line.
- Apex knit (launch) - Introducing Herschel’s entrance in to athleisure.
- Herschel Fixtures (launch) - High end industrial design fixture catalog for retail build-outs.
- Kids (7 seasons) - sized down classics creatively expressed.
• Pre-production management of the set build, prop curating and shot list
• On set Art direction working with the stylist, photographer and models.
• Post production layout and design including photo selection, editing and preparation for print.
• Developed look-book creative into seasonal campaigns for print, web and store campaigns.
• Produced an asset package for seasonal campaign guidelines, photography, typography and layout. This was used by global distributors, marketing department, e-commerce and merchandisers to implement cohesive brand storytelling globally.

Working with the founders I developed both timeless and seasonal on product graphics to create an ever evolving brand. I initiated sub brand categories to cater to emerging trends and markets, updated classic products with prints and graphics to provide high end retailers with exclusive products, developed printed textiles to expand the offering of classic products, designed product trims to align with emerging trends and refined product functions to adapt to new user groups.

• Set the vision and tone for brand evolution and new line extensions.
• Research culture and trends across global consumer markets.
• Analyzing previous seasons sales data. Interpret data creating a design road map.
• Develop concept mood boards for new directions, new products, line extensions and existing product evolutions. These mood boards were presented to the founders.
• Work with prototypers, developers & illustrators to realize the chosen creative directions.
• Managed Herschel’s applied graphics program from its inception, Creating the direction and managing illustrators and designers to realize these concepts.
• Worked with project mangers to sample printing techniques and strike offs for best results.
• Worked with the headwear, womans & travel teams to evolve the Herschel visual identity into these new category extensions.
• Created new headwear specific brand logos evolving the aesthetic to fit new product sectors.
• Creating seasonal branding asset in the form of patches, embroidery, stitching, rubber injected molds, screen-prints and sublimation prints etc.
• Designed and managed the 60 SKU Herschel Kids collection for 10 seasons.
• Developed the kids line structure with 90% of the line being seasonal prints & patterns.
• Illustrated prints & patterns seasonally as well as briefed and managed contributing illustrators.